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- W2483436632 abstract "Competition among companies to attract and retain customers is increasing exponentially, thanks to the power of internet. This exacerbated competition has forced companies to find innovative ways to differentiate their marketing argumentation from those of competitors and put aside the classical tools. A company’s objective of a higher profit margin and simultaneously diversified customer preferences, resulted in the decomposition of traditional mass markets into smaller niches and the emergence of a new type of production, called Mass Customization. Mass customization is discussed in literature as the ultimate solution to address challenges faced by companies to provide products highly adapted to individual customers’ aesthetic and functional preferences (Dellaert and Stremersch 2005; Franke and Piller 2004; Ghosh et al. 2006; Randall et al. 2007)." @default.
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- W2483436632 date "2016-01-01" @default.
- W2483436632 modified "2023-09-27" @default.
- W2483436632 title "Customer’s Higher Willingness to Pay in Accordance with Mass Customization" @default.
- W2483436632 doi "https://doi.org/10.1007/978-3-319-29877-1_109" @default.
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